Congruity between the effect of sports apparel brand slogan and self-image on slogan and brand attitude - Moderating effect of self-monitoring -
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
The purpose of this study was to investigate brand slognas that are effective in explaining how brand identity affects consumers. The effect of congruity between brand slogan and self-image (low and high) on attitude to slogans and brands were anaylzed. The moderating effect of self-monitoring (low and high) was also investigated. Survey data from 177 people in their 20s-30s were analyzed through descriptive statistics, exploratory factor analysis, and two-way ANOVA. First, congruity between slogan and self-image had a positive effect on both slogan and brand attitude. In other words, the higher the congruity between slogan and self-image, the more positive the attitude toward the slogan and brand. Second, no interactive effect was found in congruity between slogan and self-image and self-monitoring on slogan attitude; however it was identified for brand attitude. Again, in a group with high congruity between slogan and self-image, attitude toward the brand was more positive when self-monitoring was higher than when it was low. In conclusion, brand slogans that can represent the self-image of highly self-monitoring consumers are effective. In particular, this is meaningful as it has revealed its relationship with the impact of identity self-image congruity and self-monitoring on brand attitudes in fashion brands. These results offer meaningful guidance in determining brand slogans according to consumers’ personal characteristics.
Abstract
The purpose of this study was to investigate brand slognas that are effective in explaining how brand identity affects consumers. The effect of congruity between brand slogan and self-image (low and high) on attitude to slogans and brands were anaylzed. The moderating effect of self-monitoring (low and high) was also investigated. Survey data from 177 people in their 20s-30s were analyzed through descriptive statistics, exploratory factor analysis, and two-way ANOVA. First, congruity between slogan and self-image had a positive effect on both slogan and brand attitude. In other words, the higher the congruity between slogan and self-image, the more positive the attitude toward the slogan and brand. Second, no interactive effect was found in congruity between slogan and self-image and self-monitoring on slogan attitude; however it was identified for brand attitude. Again, in a group with high congruity between slogan and self-image, attitude toward the brand was more positive when self-monitoring was higher than when it was low. In conclusion, brand slogans that can represent the self-image of highly self-monitoring consumers are effective. In particular, this is meaningful as it has revealed its relationship with the impact of identity self-image congruity and self-monitoring on brand attitudes in fashion brands. These results offer meaningful guidance in determining brand slogans according to consumers’ personal characteristics.
참고문헌 (30)
- Aaker, D., "Managing brand equity : Capitali-zing on the value of brand name" (1991), Free Press
- 안광호, "모 브랜드 이미지와 소비자 자아이미지의 일치성이 브랜드 확장제품에 대한 소비자 태도에 미치는 영향에 관한 연구", 마케팅관리연구, 11(3), pp.85~103 (2006), 한국마케팅관리학회
- 장준수, "브랜드 개성-자아 이미지 일치성이 구매의도에 미치는 영향 : 자기 감시성과 제품유형의 조절효과", 광고학연구, 22(5), pp.7~23 (2011), 한국광고학회
- Choi, M. H., "A study on the influence of self-congruity between brand personality and self-image on attitude toward brand", master, pp.2005
- 오현숙, "글로벌 잡지광고에 나타난 여성 이미지 분석: 글로벌 여성잡지와 국내 여성잡지 광고 비교분석", 광고학연구, 19(4), pp.57~73 (2008), 한국광고학회
- Fishbein, M., "Belief, attitude, intention, and behavior : An introduction to theory and research" (1975), Addison-Wesley
- Timothy R. Graeff, "Using promotional messages to manage the effects of brand and self‐image on brand evaluations", Journal of Consumer Marketing, 13(3), pp.4~18 (1996), Emerald[DOI]
- 전성률, "브랜드 슬로건의 언어유형이 구매의도에 미치는 영향: 심리적 거리감의 매개효과를 중심으로", 소비자학연구, 31(3), pp.23~41 (2020), 한국소비자학회[DOI]
- 정경일, "기업 브랜드 슬로건의 유형별 분석", 우리어문연구, (38), pp.301~330 (2010), 우리어문학회
- 정승연, "자기감시성, 선발브랜드의 인지도, 광고모델 유형이 미투 브랜드의 품질지각에 미치는 영향", 복식, 65(8), pp.22~34 (2015), 한국복식학회
- Kang, J. H., "The effect of the congruence between sports brand personality and self-image on consumer-brand relationship : The moderating role of self-monitoring", master, pp.2012
- 김자영, "스포츠의류 선호브랜드의 자아이미지 일치성과 브랜드신뢰, 브랜드팬쉽 및 브랜드충성도의 관계", 스포츠사이언스, 37(2), pp.289~299 (2020), 체육과학연구소[DOI]
- 권민택, "브랜드-자아이미지 일치성 결정요인이 브랜드 충성도에 미치는 영향: 자아 - 동기의 역할을 중심으로", 소비자학연구, 20(2), pp.221~254 (2009), 한국소비자학회
- Lee, M. H., "The purchasing behavior and use of cosmetics associated with self-monitoring and demographic variables", The Research Journal of the Costume Culture, 8(5), pp.771~784 (2000)
- 이승영, "브랜드 가치에 따른 슬로건의 유형 분석에 관한 연구", 한국디자인문화학회지, 19(2), pp.399~411 (2013), 한국디자인문화학회
- 남아영, "브랜드 이미지, 자아 이미지, 광고 모델 이미지의 일치성정도가 광고효과에 미치는 영향", 상품학연구, 31(3), pp.37~54 (2013), 한국상품학회[DOI]
- 남아영, "자기감시성과 광고 소구 메시지유형이 제품태도와 구매의도에 미치는 영향", 상품학연구, 37(3), pp.43~50 (2019), 한국상품학회[DOI]
- O’Cass, A., "A psychometric evaluation of a revised version of the Lennox and Wolfe revised self-monitoring scale", Psychology & Marketing, 17(5), pp.397~419 (2000)[DOI]
- 박은아, "경제적 고통경험이 자살생각에 미치는 영향: 대인관계의 질의 조절효과 중심", 인문사회 21, 10(1), pp.17~32 (2019), 인문사회 21[DOI]
- 박주영, "브랜드 개성과 자아이미지의 일치성이 브랜드 태도에 미치는 영향에 관한 연구", 아시아마케팅저널, 3(2), pp.92~114 (2001), 한국마케팅학회
- 이영주, "패션브랜드 확장시 모 브랜드와의 자아이미지 일치성과 지각된 위험, 제품지식이 확장제품의 태도에 미치는 영향 - 조정적 역할을 중심으로 -", 복식문화연구, 23(1), pp.63~73 (2015), 복식문화학회[DOI]
- Rosenberg, M., "Conceiving the self" (1979), Basic Books
- Sharon Shavitt, "The role of attitude objects in attitude functions", Journal of Experimental Social Psychology, 26(2), pp.124~148 (1990), Elsevier BV[DOI]
- Mark Snyder, "Self-monitoring of expressive behavior.", Journal of Personality and Social Psychology, 30(4), pp.526~537 (1974), American Psychological Association (APA)[DOI]
- 양윤, "상표성격과 광고모델 이미지의 일치성이 광고 및 상표 선호도에 미치는 영향", 광고학연구, 15(1), pp.65~82 (2004), 한국광고학회
- 양윤, "자기일치성과 자기감시가 상표선호에 미치는 영향", 한국심리학회지: 소비자·광고, 5(1), pp.4~4 (2004), 한국소비자·광고심리학회
- 여은아, "백화점 의류판매원의 감정노동과 조직적 지원이 직무스트레스에 미치는 영향", 유통연구, 14(3), pp.25~49 (2009), 한국유통학회
- 여은아, "패션 브랜드 슬로건의 언어적 특성별 소비자 반응 연구", 복식문화연구, 21(2), pp.206~219 (2013), 복식문화학회[DOI]
- 여은아, "유통 브랜드의 슬로건 태도, 브랜드 태도, 브랜드 회상 모형 분석", 복식문화연구, 21(3), pp.338~347 (2013), 복식문화학회[DOI]
- Yoo, J. H., "The impact of English slogans on advertising effects in corporate advertising", master, pp.2003